Philips Brand Principles by Lukasz Kulakowski

The principles Brand identity guide, March 2008

Published by Philips Global Marketing Management, March 2008 More information pww. ourbrand.philips.com Helpdesk brand.helpdesk@philips.com ÂŠ 2008 Koninklijke Philips Electronics N.V. All rights reserved

The principles Brand identity guide, March 2008

Contents 3 Introduction 4 The communication brand identity model

Headlines 23 Headlines – principle 24 Headlines – do’s and don’ts

5 6 7

Wordmark Wordmark – principle Wordmark – do’s and don’ts Wordmark – specifications

Copy 2 5 Copy – principle 26 Copy – do’s and don’ts

8 9 10

Shield Shield – principle Shield – do’s and don’ts Shield – specifications

31 32 33

11 12 13

Brand promise Brand promise – principle Brand promise – do’s and don’ts Brand promise – specifications

Materials and finishes 34 Materials and finishes – principle 35 Materials and finishes – specifications

14 15 16

Naming string Naming string – principle Naming string – do’s and don’ts Naming string – specifications

Appendix 46 Communication: brand and category model 47 Communication: brand pillars and brand look and feel 48 Communication: design process

Color Color – principle Color – examples Color – specifications

Layout

Photography 17 People photography – principle 18 Product photography – principle 19 Photography – signatures 20 Emotional benefit photography – do’s and don’ts 21 Product in use photography – do’s and don’ts 22 Product standalone and detail photography – do’s and don’ts

3 6 Layout – principle 37 Layout – do’s and don’ts 38 39 40

Typography Typography – principle Typography – do’s and don’ts Typography – specifications

41 42 43

Graphic elements Graphic elements – principle Graphic elements – do’s and don’ts Graphic elements – specifications

The principles Brand identity guide, March 2008

Introduction Why we have a brand identity The Philips brand is recognized and trusted around the world and our most valuable asset.The brand identity is the visual and verbal expression of our brand through all communication media. It will enable us to build and maintain One Philips through consistent expression of our positioning and strategy.

• Our unique signatures that provide the distinct character and focus of our identity by means of certain specially selected signature elements such as photography, headlines and color that carry our message and convey value to our audiences.

The principles of our brand identity are founded on “sense and simplicity”. Easy to Experience means communicating clearly and consistently, Designed Around You means communicating from the audience’s point of view and Advanced means communicating new and sometimes unexpected ideas and solutions that make the latest technologies accessible to all.Together these govern the structure, style and content of our communications.

page and described in more detail in this document.There are separate documents for applying the brand identity to each of the media we use. More information is available at pww.ourbrand. philips.com.

The brand identity applies globally across all of our activities, product divisions and touchpoints. It is continually researched and developed to achieve communications our audiences find appealing, distinctive and powerful. In this it uses key performance indicators such as stopping power, fit to brand positioning, relative position in competitive field and purchase preference.

The communication brand identity principles drive all touchpoints

touchpoint

The brand identity principles The elements, principles and signature are summarized over the

This principles document is intended for anyone involved in the creation and development of marcom tools. Used accurately and consistently over time, it will help build our brand in the hearts and minds of our audiences and maintain a leadership position in our markets.

touchpoint

touchpoint principles touchpoint

touchpoint

The brand identity program The brand identity program is a comprehensive approach to building and managing our brand identity globally across all activities, product divisions and touchpoints and comprises: • Elements, the component parts of our brand identity such as the wordmark, shield and typography which together make up our communications • Principles defining how to use each element of our communications

The principles Brand identity guide, March 2008

The communication brand identity model

Elements are the component parts of our brand identity which together make up our communication. Principles define how to use each element of our communication. Signatures provide the distinct character and focus to our identity.

Roles

Elements

Principles

Who

Wordmark

Our wordmark is our most valuable asset. Give it pride of place and present it with clarity and consistency.

Shield

Our shield symbolizes our rich heritage. Present it proudly with clarity and consistency.

Brand promise

Our brand promise is “sense and simplicity”. Use it consistently and do not provide a substitute, even when it is not used.

Naming string

Use the verbal components clearly and consistently to communicate essential information, aiding product/service navigation through simplicity.

What

Key message carrier

Photography

Headlines

Copy

Value

Color

radiation

Structure

For more information see The Principles in Our Brand Identity at pww.ourbrand.philips.com

People – Natural, intimate photography captures the essence of our brand promise by portraying people benefiting from our technology. Product – Present our products proudly, showing their distinctive form and function. Ensure our headlines are short, clear and relevant and supported by our imagery, inspiring belief in our proposition. Our written communication is personal, clear, vibrant and credible. Bring our brand positioning to life through language that is human and compelling.

We are colorful and our brand is blue and white.

Materials finishes

Apply systematically to create distinction for our brand and differentiation of our propositions.

Layout

Our layouts serve our communication structure. Use them to grab, hold and direct attention towards our photography, headlines and proposition.

Typography

Our typography is inviting and highly legible and has enduring style.

Graphic elements

Our graphic elements are functional not decorative. Use them to structure and organize information.

* Signature elements

The principles Brand identity guide, March 2008

Wordmark â&#x20AC;&#x201C; principle

Our wordmark is our most valuable asset. Give it pride of place and present it with clarity and consistency. How we achieve this Clarity Ensure pride of place and maximum visibility through size, position, space and background Consistency Use the fewest possible variations for each application and across different applications

The principles Brand identity guide, March 2008

Wordmark – do’s and don’ts

use the wordmark in blue and in its standardized form on a white background

Don’t

combine the wordmark with concept/family logo’s

use the wordmark in combination with a text The configuration with the brand promise is the only exception to this rule

When the word Philips is used in text use in text typeface with a capital P

use a different typeface use the wordmark (whole or partial) in combination with another visual element such as a trademark or symbol use framing or a specially created background

create a new name or visual device using the word Philips or any part of it use more than one color

use abbreviations

use the wordmark as part of a text

The principles Brand identity guide, March 2008

Wordmark – specifications

P 1P 1P

For the wordmark the clear zone is 1 x P In conjunction with other trademarks the clear zone is 2 x P P is the height of the Philips wordmark

Color You must always reproduce the wordmark in Philips blue on a white background. The

Size and position For guidelines on the size and position of the wordmark, you should refer to the specific

specifications are as follows: • Pantone 300 • CMYK: C100, M44,Y0, K0 • RGB: R11, G94, B215 • HTML: 0b5ed7 • RAL 5015

communication tools in Our Brand Identity at pww.ourbrand.philips.com. The minimum size is 15 mm or 100 pixels wide.

For some communication tools it may not be possible to apply Philips blue. The exceptions are: • Product hardware: apply the wordmark in the color of the product graphics. The wordmark must have enough contrast with the background and the background must be an even color • One-color printing (black), e.g. flexographic packaging, user manuals and some leaflets: the wordmark appears in black. Check the specific communications tools in Our Brand Identity for the rules.

Standardized form The Philips wordmark is a registered trademark and should not be altered in any way. It must always be used consistently in its standardized form. This provides legal protection and aids recognition and awareness. See our trademark policy for rules on the use of our trademarks. Note that these rules replace the UD-D 1111 Standard policy.

Clear zone Always maintain a clear zone around the wordmark and any other trademarks. A clear zone is an area that contains no text or symbols of any kind. Note that the clear zone specifications may change according to the application. Always check the specific communication tools in Our Brand Identity for other clear zone specifications.

Non-Roman alphabets The wordmark may not be comprehensible in non-Roman alphabet countries. Additional standardized versions of the wordmark are available in non-Roman scripts. Go to nonRoman alphabets in the Downloads section. Note that the standard Philips wordmark in the Roman alphabet must always be displayed alongside the non-Roman alphabet version. Use this consistently across all product categories and product divisions. Contact your regional brand manager for the policy in your region/ language area. For more information, contact us at brand.helpdesk@philips.com. In text When the word Philips is used in text (such as this paragraph), you must use the same typeface, style and color as the rest of the text. Use sentence case (a capital P followed by lower case letters). Do not use the standardized Philips wordmark in body text, headlines, pay-offs, slogans or a repetitive pattern. Never use uppercase only.

The principles Brand identity guide, March 2008

Shield â&#x20AC;&#x201C; principle

Our shield symbolizes our rich heritage. Present it proudly with clarity and consistency. How we achieve this Clarity The shield is a mark of quality. Reserve it for prominent applications Consistency Use it consistently to protect our trademark and aid recognition and awareness

The principles Brand identity guide, March 2008

Shield – do’s and don’ts

Don’t

use the shield in Philips blue in its standardized form on a white background

use framing or a specially created background

use the shield as part of a text

use more than one color

use the shield (whole or partial) in combination with another visual element such as a trademark or symbol

use the shield in another way than the standardized form The principles Brand identity guide, March 2008

Shield – specifications

2/3 S

Standardized form The shield is a registered trademark and should not be altered in any way. It must always be

Clear zone Always maintain a clear zone around the shield and any other trademarks. A clear zone is an

used consistently in its standardized form. This provides legal protection and aids recognition and awareness. See our trademark policy for rules on the use of our trademarks.

area that contains no text or symbols of any kind.

Note that these rules replace the UD-D 1111 Standard policy.

2/3 S

Color Reproduce the shield in white on a Philips blue background or in Philips blue on a white background.

Note that the clear zone specifications may change according to the application. Check the specific communication tools in Our Brand Identity for other clear zone specifications. Size and position For guidelines on the size and position of the shield check the specific communication tools in Our Brand.

2/3 S

For the shield the clear zone is 2/3 x S In conjunction with other trademarks the clear zone is 2 x P S is the height of the Philips shield P is the height of the Philips wordmark elsewhere on the communication tool

For some communication tools it may not be possible to apply Philips blue. The exceptions are: • Product hardware: apply the shield in the color of the product graphics, in the printing color of the type plate, or mold it into the material of the product • One-color printing (black), e.g. flexographic packaging, user manuals and some leaflets: the shield appears in black. Check the specific communications tools in Our Brand Identity for the rules.

The principles Brand identity guide, March 2008

Brand promise – principle

Our brand promise is “sense and simplicity”. Use it consistently and do not provide a substitute, even when it is not used. How we achieve this Consistently • Use the brand promise on our above-the-line communications and other high awareness application areas • Apply it in a fixed configuration with our wordmark • Never use an alternative, even when there is no brand promise

The principles Brand identity guide, March 2008

Brand promise – do’s and don’ts

Don’t

use a different typeface or way of writing

use another configuration

use framing or a specially created background

use the configuration (whole or partial) in combination with another visual element such as a trademark or symbol

When “sense and simplicity” is used in text

When sense and simplicity is used in text

When “Sense & Simplicity” is used in text

use the brand promise in the typeface of the text, between double inverted quotation marks and completely in lower case

use the brand promise in a distinct font or color in a text

use initial capital letters and/or an ampersand ‘&’

use the brand promise in the standard configuration with the wordmark

The principles Brand identity guide, March 2008

Brand promise – specifications

1.3 P

For the brand promise configuration the clear zone is 1.3 x P In conjunction with other trademarks the clear zone is 2.6 x P P is the height of the Philips wordmark

Clear zone Always maintain a clear zone around the brand promise configuration and any other trademarks.

consumers and customers, as inspired by the Designed Around You pillar. We know exactly what our stakeholders are looking for through close collaboration and extensive research.

A clear zone is an area that contains no text or symbols of any kind.

Simplicity is the over-arching theme of the three pillars and naturally communicates Easy To Experience. In addition, our products, services, and solutions fulfill the Advanced brand pillar.

1.3 P

The rational for “sense and simplicity” We provide products, services, and solutions that make sense by understanding our

Standard configuration You must use the brand promise in the standard configuration with the wordmark as shown. Color Use the following color specifications for the wordmark and brand promise configuration: Wordmark: • Pantone 300 • CMYK: C100, M44,Y0, K0 • RGB: R11, G94, B215 • HTML: 0b5ed7 • RAL 5015

Note that the clear zone specifications may change according to the application. Always check the specific communication tools in Our Brand Identity for other clear zone specifications. Brand promise usage We use the brand promise on various communication tools. In the downloadable Brand Promise Usage guide, you can find which application areas do or don't carry the brand promise. Approved translations In all markets the brand promise is used in English, unless a local translation is required by law. In the downloadable Brand Promise Usage guide, you can find which markets require a local translation. Any exception to this rule is at the sole discretion of GMM.

The word “sense” and the word “simplicity”: • 70% black • RGB: R109, G110, B112

Translation of the brand promise in these markets is the responsibility of DDB. Local DDB offices will liaise with their local Philips organization for input and alignment.

The word “and”: • 60% of Pantone 300 • CMYK: C60, M26,Y0, K0 • RGB: R109, G158, B231

GMM must approve a local translation before use. To ensure consistency, GMM will review a proposed translation and provide written approval.

The principles Brand identity guide, March 2008

Naming string – principle

Use the verbal components clearly and consistently to communicate essential information, aiding product/ service navigation through simplicity. How we achieve this Consistently • Use the naming string components consistently • Ensure prominence as required so key messages have maximum impact Navigation • Display clearly without adding complexity

The principles Brand identity guide, March 2008

Naming string – do’s and don’ts

use logos based on the Gill Sans typeface family

Don’t

use logos in combination with the wordmark

use additional graphic shapes

use logos based on another typeface than the Gill Sans family

use multiple colors

Philips Cineos flat TV with Ambilight use on one line

Philips Cineos flat TV with Ambilight use line breaks like here if it doesn’t fit on one line

Philips

flat TV with Ambilight

use logos within the naming string

contain logos in a shape

The principles Brand identity guide, March 2008

Naming string – specifications

Application of the naming string The standard ways to apply the naming string are described below. For information on how

Concept/family logo As our master brand must always have the main focus, a concept/family name may not have a

to apply it to a specific area, see the rules per communication tool in Our Brand Identity at pww.ourbrand.philips.com.

distinctive logo. The following strict rules for the concept/family logo must be applied: • Base it on the Gill Sans typeface family • Only use the letters of the name, do not add elements • Use the letters on one line, do not use a baseline shift • Do not contain it in a shape • Only use black on white, do not use colors or tints • Keep it simple and clear, so it can be reproduced in a small size in and any technique

For rules on the contents and composition of the naming string, see Naming String in Brand Architecture at pww.ourbrand.philips.com. Naming string at start of text Use (part of) the naming string at the start of a text to give it attention. If you use a part, it must at least contain the master brand, the concept/ family name if there is one, and the descriptor. Set the naming string in bold if the following text is regular, and regular if the text is light. In addition, you may display the concept/family logo. Naming string in running text If you use (part of) the naming string in a running text, use the specifications of the running text. You may not display the concept/family logo if you only use the naming string in a running text.

* Sub brand

Concept Masterbrand

Descriptor

Alphanumeric

Version

Feature

Product family No Brand name

Always keep recognition between the concept/family name (how we use it in text) and the logo. If a name has a distinctive way of writing (e.g. GoGear), apply this in the logo.

* depends on product if applicable The principles Brand identity guide, March 2008

People photography – principle

Natural, intimate photography captures the essence of our brand promise by portraying people benefiting from our technology. How we achieve this People • Show people and their stories to demonstrate that we design around them • Capture intimate observations of real life people, eye-catching compositions that are close up on emotion • Show real life situations that are natural, unrehearsed and above all human • Ensure images are clean, simple and flooded with illumination Technology • Provide a new perspective to demonstrate that we are imaginative, progressive and advanced • Capture a spontaneous, decisive moment of customer satisfaction to show our solutions are easy to experience • Ensure our stories depict the benefit of our proposition: technology touching people’s lives Brand promise • Sense: ensure our photography is relevant and meaningful • Simplicity: ensure our photography is bold and clear

Photography is a signature element

The principles Brand identity guide, March 2008

Product photography – principle

Present our products proudly, showing their distinctive form and function. How we achieve this Form • Display our products proudly in eye-catching still life compositions that express both form and function • Emphasize design, shape, color and finish through distinctive use of depth and angles • Use bright white lighting to illuminate the products and a white reflective background to provide reflection and shadows Function • Capture and express the essential properties of the proposition

Photography is a signature element

The principles Brand identity guide, March 2008

Photography – signatures People Emotional benefit

Product in use

Product standalone

Product detail

photography level 1

photography level 2

photography level 3

photography level 4

Depicting the emotional benefit and reward our

Capturing our products helping our customers

Proudly displaying our product through:

Drawing attention to specific design or technological

products or technologies bring to our customers.

achieve their goals. This supports the reasons to

• Form, emphasizing its design, shape, color and finish

features of the product.

• Pleasure and enjoyment for consumers

believe the emotional benefits.

• Function, expressing attributes of the product type and proposition.

• Satisfaction and confidence for businesses.

Photography signature

Emotional benefit

Product in use

Product standalone and detail

Composition

Intimate: close up on emotion

Clear: expressive of function

Proud: expressive of form and function

Eye catching: simple, ‘clean’ and human

Eye catching: freestanding, depth and angles

Lighting and color

Lighting

‘Bright white’: flooded with illumination

We are colorful

White background: reflections and shadows

Timing

Spontaneous: real people, real needs, real stories,

Spontaneous: (real people) real events,

Still life

natural and unrehearsed

Products Signatures provide the distinct character and focus to our identity. The principles Brand identity guide, March 2008

Emotional benefit photography – do’s and don’ts

Photography signature

Don’t

Intimate: close up on emotion Eye catching: simple, ‘clean’ and human

Uninvolved, distant

‘Bright white’: flooded with illumination, we are colorful

Dark and colorless

Spontaneous: real people, real needs, real stories, natural and unrehearsed

Posed and rehearsed

Emotional benefit Composition Intimate: close up on emotion Eye catching: simple, ‘clean’ and human Lighting and color ‘Bright white’: flooded with illumination We are colorful Timing Spontaneous: real people, real needs, real stories, natural and unrehearsed

Signatures provide the distinct character and

focus to our identity. Improvement process Start using our photography signatures today by making a best practice selection of our current photographs in use. The photography signatures are designed to allow continuous improvement of our photography style over time. Color photography Use color photography to ensure real and natural pictures. Do not use black and white photographs, except in one-color (black) printing. Never use duotone photographs.

The principles Brand identity guide, March 2008

Product in use photography – do’s and don’ts

Photography signature

Don’t

Clear: expressive of function

Obscure function

‘Bright white’: flooded with illumination, we are colorful

Dark and colorless

Spontaneous: (real people) real events, natural and unrehearsed

Posed

Product in use Composition Clear: expressive of function Eye catching: simple, ‘clean’ and human Lighting and color ‘Bright white’: flooded with illumination We are colorful Timing Spontaneous: (real people) real events, natural and unrehearsed

Signatures provide the distinct character and

The principles Brand identity guide, March 2008

Product standalone and detail photography – do’s and don’ts

Photography signature

Don’t

Proud: expressive of form and function Eye catching: freestanding, depth and angles

Flatly displayed

Bright white’: flooded with illumination White background: reflections and shadows

No reflections

Bright white’: flooded with illumination White background: reflections and shadows

Product and background lighting too dark

Product standalone and detail Composition Proud: expressive of form and function Eye catching: freestanding, depth and angles Lighting ‘Bright white’: flooded with illumination White background: reflections and shadows Timing Still life

Signatures provide the distinct character and

The principles Brand identity guide, March 2008

Headlines – principle

Ensure our headlines are short, clear and relevant and supported by our imagery, inspiring belief in our proposition. How we achieve this Clear • Help people understand we are easy to do business with and our solutions are easy to experience • Use the headline as a caption to the main photograph; use the main photograph to illustrate the headline Relevant • Communicate from our audience’s point of view, with an understanding of their needs • Talk about technology itself, if relevant to the audience Inspiring • Encourage people to believe we design advanced solutions

Headlines are a signature element

The principles Brand identity guide, March 2008

Headlines – do’s and don’ts

Headlines signature Structure Few words, large letters

Style

Don’t

Supreme steam

Non stop and intelligently controlled steam output for superb ironing results

use few words and large letters

use many words and small letters

Straightforward language

Content Personal: from our audience’s point of view Inspiring: communicates advanced solutions Clear: acts together with the main photograph

Signatures provide the distinct character and

focus to our identity.

The principles Brand identity guide, March 2008

Copy – principle

Our written communications are personal, clear, vibrant and credible. Bring our brand positioning to life through language that is human and compelling. How we achieve this Personal • Encourage people to respond to us by being personal and never aloof Clear • Be clear by focusing only on the essentials, being brief and using straightforward language Vibrant • Engage with our audience by saying things in an original way • Surprise your reader occasionally to get the point across and stimulate thought Credible • Encourage people to trust us by using a natural, unforced style • Include human insights and realistic examples while avoiding jargon and generalizations

The principles Brand identity guide, March 2008

Copy – do’s and don’ts

Writing style Writing style is the words we choose and the way we use them in written communications. Just as the way we speak says a lot about us, so our style of writing leaves a powerful impression on an audience.

American English Our spelling, grammar, punctuation and choice of words are governed by the standard rules of American English. Useful reference works for US English are The Elements of Style, Fourth Edition and The New Oxford American Dictionary. There is a very helpful chapter on the differences between American and British English in The Economist Style Guide.

Overall, our writing style is founded on the three pillars of our brand positioning: • Personal and responsive to encourage people to believe we design for people’s needs. • Clear and straightforward to encourage people to believe we are easy to do business with and our solutions are easy to experience. • Inspiring and interesting to encourage people to believe we design advanced solutions.

Clear language Your writing will be clear if you are straightforward and explain things in your own words. Obscure or complicated words, clichés and figures of speech get in the way of a message and make us sound bureaucratic and out-of-touch.You will connect with your audience every time if you keep things short and simple.

The rules on the following pages show how to achieve our writing style and ensure we write with one voice. Tone of voice Tone of voice is the character or overall effect of our writing, and gives the reader an impression of who we are. It helps communicate our brand positioning.

Be personal Companies aren’t cold, faceless organizations but using formal, impersonal language certainly gives people that impression. Address yourself to the individual and you will instantly connect with your audience. ‘I’, ‘we’, ‘our’ and ‘you’ are seldom overused.

Don’t

Personalized Program Color Catalog Fiber Parentheses Fall Period Zip code Cellular phone Spelled

Personalised Programme Colour Catalogue Fibre Brackets Autumn Full stop Postcode Mobile phone Spelt

Begin About About Method A year Let Use Show End

Commence Regarding Approximately Methodology Per annum Permit Utilize Demonstrate Terminate

We You Our

Philips Company Name The

The principles Brand identity guide, March 2008

Copy – do’s and don’ts

Don’t

Customers are our most valuable asset.

Our most valuable asset is our customers.

The HeartStart home defibrillator won Popular Science’s Best of What’s New award.

Popular Science’s Best of What’s New award was won by the HeartStart home defibrillator.

It was a bright cold day in April, and the clocks were striking thirteen.

It was 1 pm on a sunny April day.

Short headlines, sentences and paragraphs Short sentences help the reader to understand your meaning. One thought per sentence is enough. Use paragraphs to build your point. A paragraph should comprise a number of linked thoughts that add up to a bigger idea, just like this. Avoid sounding repetitious. Occasional use of bullet points, sub-headers and diagrams adds variety and maintains the reader’s interest. But too many can be stifling. Active writing Active writing is light, energetic and direct. Start sentences with the subject, rather than the object. It also helps to use words that are interesting, powerful and, occasionally, unexpected. Finally, don’t forget to keep things concise.

Inspire others Your audience will be inspired if you tell them something in an interesting way. Before writing, find your ‘story’: a compelling angle and engaging details illuminating what you have to say. For all but the most routine communications, avoid pre-prepared templates or copying and pasting, as these often produce stale and unconvincing results.

The principles Brand identity guide, March 2008

Copy – do’s and don’ts

Avoid jargon Jargon is specialized, technical language understood by only a select group of people. Generally, it is difficult to understand and somewhat alienating for those not ‘in the know’. It is therefore rarely the best choice of words for public or internal audiences. You should always use clear, descriptive terms focusing on a key feature or benefit. Imagine you are writing to someone who is new to your subject. When using an uncommon term is unavoidable, be sure to accompany it with an explanation. Names and trademarks Following these tips will ensure our names and trademarks are never compromised: • Always use names an trademarks with initial capital letters (unless this is a deliberate feature of the name) • Never abbreviate or make an acronym out of a name (unless this is a deliberate feature of the name) • Do not put ™, ©, ® or similar next to the name • Avoid the possessive (Philips’) if possible.

Abbreviations Abbreviations for longer words interrupt the flow of your writing and can lead to misunderstanding. Only use abbreviations if they are extremely common and well understood (e.g. cont., etc., photo, bye, plane).

Don’t

Free software Internet address Customers Marketing communications User Approximate Self-evident Model

Freeware URL Target market Marcoms End-user Ballpark WYSIWYG Paradigm

Philips Cineos flat TV

Philips CINEOS flat TV

Lift and Cut System A new range of products from Philips

Lift and Cut™ Philips’ new range of products

Hours Yours Administration Including Corporation Capital letters

Hrs Yrs Admin Inc Corp Caps

The principles Brand identity guide, March 2008

Copy – do’s and don’ts

Acronyms The problem with acronyms is knowing how well understood they are. They can interrupt the flow of writing and obscure your meaning. For these reasons it is better to minimize their use. However, they are convenient for long expressions requiring repetition. In this case make sure your reader understands the acronym by supplying an explanation the first time it is used. Some acronyms are so well known they do not need explaining (e.g. DVD, CD, pm, www, ROM, EU, US, UK, BBC, GDP, PC, PDA, ISO, TV, MB, LED).

Do Business to business Business to business To be confirmed Week commencing Original equipment manufacturer Stock keeping unit Unique selling proposition Solid State Lighting Home Entertainment

Don’t

Please take note: no initial capital after a colon.

Please take note: No initial capital after a colon.

Many of the world’s most famous brand names are American: Nike; McDonald’s; Ford; Microsoft

MANY OF THE WORLD’S MOST FAMOUS BRAND NAMES ARE AMERICAN: NIKE; MCDONALD’S; FORD; MICROSOFT.

The tone-of-voice of our writing is personal, clear, vibrant and credible.

B2B Tbc W/c OEM SKU USP SSL HE

Never make an acronym out of a trademark or brand name. Capital letters Use a capital letter at the start of every sentence, and for proper nouns, trademarks, acronyms and titles. Do not use a capital letter after a colon, semicolon or hyphen.You may use a capital letter for the start of a bullet or sub-bullet point. Never use all capitals for a word or running text as this is harder to read.

Emphasis Bold or italics can be used to add emphasis within body text. Underlining must not be used. Use it for links onscreen only. Never use combinations of bold and italics.

The principles Brand identity guide, March 2008

Copy – do’s and don’ts

Numbers Write numbers from one to nine as words and numbers over 10 as digits. Write alphanumerics and numbers in versions and technical specifications as digits. Use Arabic numerals for digits (1, 2, 3 etc.)

Typesetting Keep your typesetting clear and simple. Use a single space between words and sentences.

Don’t

Nexperia Home is in 28% of all DVD recorders. Seven out of ten DVD+RW recorders are based on it.

Nexperia Home is in 28% of all DVD recorders and 7 out of 10 DVD+RW recorders are based on it.

Be careful. Type setting can really trip you up.

“We are determined to carry forward the spirit of teamwork and enterprise shown during the year,” says Gerard Kleisterlee, “as we pursue our goal of market leadership.”

“We are determined to carry forward the spirit of team work and enterprise shown during the year” says Gerard Kleisterlee “as we pursue our goal of market leadership”.

Today’s kitchen appliances are ‘smart.’

Today’s kitchen appliances are smart.

Use a white line between paragraphs. Quotations marks Quotations are a good way of adding transparency and credibility to your writing. Double inverted commas should be used for quotations from speech or a text. Single inverted commas are for quotes within quotes or when a word is used out of context (i.e. in an unusual way).

Commas and periods precede the final quotation mark. Colons, semi-colons, question and exclamation marks are placed as required.

The principles Brand identity guide, March 2008

Color – principle

We are colorful and our brand is blue and white. How we achieve this Philips blue • Blue differentiates our brand Philips white • Our white is ‘bright white’ • Use our ‘bright white’ to flood our communications with illumination • Use ‘bright white’ to illuminate our photography • Use ‘bright white’ to provide shadows and reflections in our publications Colorful • Our colors are modern and will evolve over time • Use color to respect cultures and be effective in categories • Use color to organize information • Use color to reflect our vitality Color is a signature element

The principles Brand identity guide, March 2008

Color â&#x20AC;&#x201C; examples

Color signature Structure Our palette comprises Philips blue and white and six further colors in four shades Style Bright and colorful: stimulating for people, responsive to the categories

Signatures provide the distinct character and

focus to our identity.

Comfort

0.8 liters of fresh vitamins Philips Comfort juicer

The principles Brand identity guide, March 2008

Color â&#x20AC;&#x201C; specifications

Philips blue The Philips blue is based on Pantone 300. There are different color specifications for applications in print, on screen and in other reproduction methods and materials. Each is described in the palette.

Deep

Purple

Red

Orange

Green

Turquoise

Blue

White text

White text Headlines and benefit/feature bars

C45 M100 Y0 K55 R92 G0 B92 #5C005C

C30 M100 Y70 K30 C30 M90 Y100 K30 C78 M0 Y63 K67 R153 G0 B51 R153 G51 B0 R0 G92 B31 #990033 #993300 #005C1F

C100 M0 Y27 K68 R0 G84 B92 #00545C

White text

C50 M100 Y0 K0 Pantone 513 R153 G44 B150 #992C96

Soft

White text Black text

C20 M50 Y0 K0 R205 G143 B189 #CD8FBD

Tint

Black text

C5 M25 Y0 K0 R243 G220 B233 #F3DCE9

White text

C0 M100 Y100 K0 Pantone 485 R233 G40 B35 #DF2823

White text Black text

C0 M50 Y45 K0 R243 G169 B149 #F3A995

Black text

C0 M25 Y20 K0 R255 G205 B192 #FFCDC0

White text

C0 M60 Y100 K0 Pantone 144 R245 G143 B8 #F58F08

White text Black text

C0 M25 Y50 K0 R249 G200 B132 #F9C884

Black text

C0 M12 Y35 K0 R255 G234 B192 #FFEAC0

White text

C60 M0 Y100 K0 Pantone 368 R124 G189 B42 #7CBD2A

White text Black text

C25 M0 Y50 K0 R208 G227 B147 #D0E393

Black text

C10 M0 Y35 K0 R241 G248 B206 #F1F8CE

White text

C100 M0 Y35 K0 Pantone 3125 R0 G167 B188 #00A7BC

White text Black text

C50 M0 Y20 K0 R172 G224 B228 #ACE0E4

Black text

C25 M0 Y15 K0 R229 G244 B237 #E5F4ED

Philips white

White text

C100 M44 Y0 K0 Pantone 300 R11 G94 B215 #0B5ED7

White text Black text

C50 M0 Y0 K5 R145 G199 B255 #91C7FF

Black text

C20 M0 Y0 K0 R225 G241 B255 #E1F1FF

C100 M44 Y0 K0 Pantone 300 R11 G94 B215 #0B5ED7 RAL 5015

specific applications for how color is used. In Graphic Elements you can find the color specifications for tables, graphs and the like. In Our Brand Identity at pww.ourbrand.philips.com you can find out how color is used in specific communications tools. Do not use unspecified colors.

C100 M55 Y0 K55 R0 G0 B102 #000066 Philips blue

Base

Standard color palette Use only colors from the standard color palette built from six base colors and their shades (including the Philips blue).â&#x20AC;&#x201A; Always check

The CMYK values are for print applications, and the RGB and # values for onscreen. Pantone equivalent base colors These equivalents are for reproduction processes that require Pantone specifications, such as Pantone colors used in printing or exhibition stand text.

Black

Color usage Deep Used for shades and accents in specific applications. In exceptional cases may be used for headlines and the benefit bars on packaging, such as for value differentiation. Base Used mainly for headlines and the benefit bars on packaging. See Packaging. Tint and soft Used mainly in graphs and tables.

The principles Brand identity guide, March 2008

Materials and finishes – principle

Apply systematically to create distinction for our brand and differentiation of our propositions. How we achieve this Distinction • Use those materials and finishes that enhance our presentation and raise our appeal • Create a perception of luxury across the range • Make us stand out in the crowd through quality and consistency Differentiation • Begin at a high quality level and from there go up • Stay true to our identity principles, while matching the tone and type of materials to the proposition

The principles Brand identity guide, March 2008

Materials and finishes â&#x20AC;&#x201C; specifications

Environmental standard Make sure all materials and production processes conform to the Philips environmental standard. Contact the Corporate Sustainability Office for more information. Paper standard Worldwide we produce many brochures and other printed matter. To achieve consistency and efficiency, Philips defined a paper standard for all offset printing on sheets. The standard is Magno Satin of the supplier Sappi. See for the specifications www.sappi.com. It is available in many locations. In case it is not available, select the closest alternative.

The principles Brand identity guide, March 2008

Layout â&#x20AC;&#x201C; principle

Our layouts serve our communication structure. Use them to grab, hold and direct attention towards our photography, headlines and proposition. How we achieve this Grab Use impact to get attention in the crowd so we are seen and noted Hold Use relevance to hold the viewersâ&#x20AC;&#x2122; attention so they like what they see and spend time with us Direct Use hierarchy to guide the viewer via reading paths and label consideration

The principles Brand identity guide, March 2008

Layout – do’s and don’ts

Layout can be used to draw attention to the important elements of a composition, leading the viewer to the essence of your message. Open and uncluttered layout keeps your message clear. Use a large area of white space in relation to the text and visuals and, in the case of three-dimensional design, color and lighting. Be a fierce editor. Use only those words, images and three-dimensional forms absolutely essential to the message. Layout should be dynamic and have impact. When arranging text, images and threedimensional objects bear in mind your viewer’s attention will be caught and held by composition that has variety and a hint of the unexpected. Keeping things original and imaginative will appeal to your audience.

Here are a few specific ways to achieve an uncluttered, dynamic layout style: • Do the unexpected: combine contrasting sizes of text, images and white space • Do not bleed photographs on more than three sides of any space (page, signage, screen, etc.) • Use a sequence of shots to tell a good story • Use a large font size for important text to keep your message clear • Combine a large, powerful image with short, concise text and ‘frame’ them with lots of white space • For three-dimensional compositions, use plenty of space and light and minimize the use of color • Keep headlines brief and to the point • Keep things open and organic by avoiding a grid-like or tight, compact layout • Avoid symbols. If they must be included, group them to avoid disturbing the overall openness of the layout.

Don’t

Light, open, uncluttered

No white, cluttered

Your future secure EasyAccess takes the worry out of archiving and communication by providing safeguards that ensure extremely high uptime and data security. Its exclusive Active High Availability clustering with automatic failover create a system that you can rely on, while HIPAA-driven security (secure log-in, user authentication, audit trails, user roles and permissions) ensure data is only available to those with approved access. EasyAccess features a unique open architecture that makes it truly modular, so all images and information are easily and quickly within reach. Flexible and scalable, EasyAccess combines efficient storage and retrieval with workflow support: managing work lists, authorization settings, user preferences and Default Display Protocols. EasyAccess Modality Tailored for small radiology modality clusters, EasyAccess Modality is an ideal, affordable starting point for digital storage, viewing and archiving. It allows you to begin building a digital database and introduce softcopy reading of images departments, EasyAccess Entryserver Windows solution. It features RIS integration to eliminate double entry, saving time and reducing.

EasyAccess for everyone: • Increases diagnostic efficiency and speeds report availability • Open and standards-based for easy integration and expansion • Zero administration clients guarantee the utmost efficiency • Scalability and off-the-shelf hardware ensure long product life • Digital communication and information access improve ability to keep abreast of patient diagnoses • The system’s ease-of-use reduces workload, increases

Upgrading and managing your PACS is easier than ever. The system’s zero administration clients approach automatically installs new software via Internet Explorer whenever it is available. In addition, your system can easily generate productivity reports and compile statistics such as exam volumes, archive performance and turn-around time, turning your PACS into a valuable management tool that can drive your radiology department to greater efficiency. Our easy growth philosophy allows you to configure your archive to fit your needs now, and easily expand it as needed without discarding existing components.

Brochure

Reader’s viewpoint, distinctive

No human focus, no white, cluttered

Comfort

0.8 liters of fresh vitamins Philips Comfort juicer

Light, open, distinctive, clear

No white, unclear

The principles Brand identity guide, March 2008

Typography – principle

Our typography is inviting and highly legible and has enduring style. How we achieve this Inviting • Our typography has a balanced, clear structure that is accessible • Use short paragraphs and large headings to add clarity Highly legible • Make sure our typography is easy to read • Be straightforward, respecting the reading experience Enduring style • Ensure our typography is subtle, not overpowering • Ensure it is timeless, not trendy

The principles Brand identity guide, March 2008

Typography – do’s and don’ts

Don’t

use large size main heading, upper and lowercase, Gill Sans Light

capitals only, Gill Sans Bold

In se perpetuo Tempuolubile gyro Iam revocat et nobis Zephyros, vere tepente, noInduiturque brev Tellus all anreparata iuventam, Iamque sgel. Exuit invisam Redeunt in carmina vires, Ingeniumque mihi munere veris ades Munere veris adest, iterumque vigescit ab atque aliquod iam sibi poscit opus. Castalis ante culos, bifid umque cacumen oberrat. Pyrenen somnia nocte ferunt. Concitaquq arcano fervent mctora motu, Et

range left, unjustified text, regular word/ letter space, spacious leading Et hinc titulos adiuvat ipsa tuos, polsse Placuit diva sicana deo. Nec sine dote tuos temeraria quaerit amores terra, n optatos poscit egena toros. Aspice, phoebe, tibi faciles hortantur amores, mellitas movent flamina verna preces. In se perpetuo tempus as revolubile gyro Iam revocat zephyros, vere tepente, novos. Induiturque b tellus reparata iuventam, Iamque

range left, clear structure

In se perpetuo Tempuolubile gyro Iam revocat Zephyros, vere tepente, noInduiturque brev Tellus reparata iuventam, Iamque sgelusibi poscit op Exuit invisam redeunt in carmina vires, Ingeniumque mihi munere veris ades Munere veris adest, iterumque vigescit ab atque aliquod iam sibi poscit opus. Castalis ante culos, bifid umque cacumen oberrat. Pyrenen somnia nocte ferunt. Concitaquq arcano fervent mctora motu, Et furor, et sonitus. dea crimen in ore fatetur, Et mcnos oscius urget equos. Exuit invisam Tellus rediviva senectam, Et an et nobis redeunt in carmina vires, Ingeniumque

justified text, irregular or extra letter spacing, very little leading Et hinc titulos adiuvat ipsa tuos, polsse Floribus et erat redimita capillos, taenario placuit diva sicana deo. Nec sine dote tuos temeraria quaerit amores nec optatos poscit egena toros. Aspice, phoebe, tibi faciles hortantur amores, mellitas moventmunere veris adest flamina verna preces. In se perpetuo tempus as revolubile gyro Iam revocat zephyros, mihi egena novos. Induiturque brev tellus

range right, unclear structure

The principles Brand identity guide, March 2008

Typography – specifications

Our typeface For professional designers, a font with an alternative figure 1 is available from Monotype for tabular settings.

Gill Sans Light Gill Sans Light Italic Gill Sans Regular Gill Sans Italic Gill Sans Bold

Onscreen typefaces For certain applications such as presentations use Arial instead of Gill Sans. For internet applications use Verdana. Refer to the rules for each onscreen application area. For information on the typefaces in our product user interfaces, contact brand.helpdesk@philips.com. Typesetting • Range all text left • Never center or range text right • Always use standard letter and word spacing. Professional designers may adjust individual letter spacing in headlines manually to visually balance the spacing • Use type only in its standard form and do not alter it in any way, such as condensing or extending letters • Make sure the single and double quotation marks from the original text are transferred correctly when you copy it into another application • Do not use automatic hyphenation. Use manual hyphenation only for long words in a body text that cause a visually disturbing gap in a layout. Never hyphen headlines. For rules on copywriting and punctuation, see Copy.

The principles Brand identity guide, March 2008

Graphic elements â&#x20AC;&#x201C; principle

Our graphic elements are functional not decorative. Use them to structure and organize information. How we achieve this Functional Make sure the form of our graphic elements is derived from their function Structure Use structure to emphasize hierarchies and organize information

The principles Brand identity guide, March 2008

Graphic elements – do’s and don’ts

Don’t

Total packaging material Index, 2001 = 100 on a comparable basis

in kilotons 100

350

100

300 250

236

235

219

216

229 60

200 150

100 20

50 0

2000

2001

2002

2003

2004

use clear graphics: bar chart

put graphic elements behind text

Total packaging by sector in 2004 % of total tons

Other Activities 1% Semiconductors 3%

Medical Systems 2% DAP 7%

Lighting 40% Consumer Electronics 47%

use clear graphics: pie chart

Phasellus sapien purus

Pellentesque lectus ipsum Tempor

Pretium

Amsan

Lorem ipsum dolor sit amet consectetuer adipiscing

Consectetuer adipiscing elit

Lorem ipsum dolor sit amet

Dolor sit amet conse

Nula condimentum aliquam sa tis mauris dapibus eros et

Condimentum aliquam satis

Aliquam sagittis mauris dapibus

Nulla condimen ros et donec

Duis blandit euis justo tempor

Euis justo sed

Duis blandit

Justo sed tempor

Fusce porta,ipsum vehicula

Ipsum ac egestas

Fusce porta

Egestas vehicula

Erat mauris ultrices erat auctor massa augue id

Ultrices erat, quis auctor massa

Erat mauris massa augue

Quis auctor massa augue id sem vesti

Nulla accumsan, dolor in euismod, justo erat

Dolor in tempor accumsan risus

Nulla accumsan euismod

Tempor euismod,

adorn the page with decoration

Phasellus sapien purus

use clear graphics: table

justo erat accum

Sector name

use graphic elements to identify a sector or business group

The principles Brand identity guide, March 2008

Graphic elements – specifications

Tables Use tables to display lists of similar items/data in a structured and accessible way. A table consists of two axes: a vertical listing on the left and a horizontal listing at the top. The results of these are in the middle.

- The following bars alternate from 100 % of a tint color to 70% of a tint color. The text is black in Gill Sans Regular. • Use the shades of one color for all tables in one application. • Include the subject of the table, either in the The basic rules for tables are: first bar or as a heading above the table. • Horizontal, colored bars separate the items on • Text columns separate the items on the the vertical axes: horizontal axes. - The top bar is 70% of a base color with white • Texts are ranged left. Only if the columns are text in Gill Sans Bold. This bar is optional; only narrow, they may be centered. The first column use it if you need an extra layer at the top. must always be ranged left. - The second bar is in 100% soft color with • Use a bullet to represent a ‘yes’ and an empty white text in Gill Sans Bold. This bar is fixed. space for a ‘no’. Use this bar also to create sections in a longer • Do not use lines in tables. table. Example Phasellus sapien purus

Example with centered colums Condimentum aliquam

ABCD

Tis mauris dapibus

Eros et pede

Nulla condimen ros et donec

Nula aliquam sa

•

Condimentum

Duis blandit

Justo sed tempor

Dapibus eros et pede

•

Fusce porta

Egestas vehicula

Mauris eros et pede 45

Ultrices erat, quis auctor massa

Erat mauris massa augue

Quis auctor massa augue id sem vesti

Mauris eros et pede 17

Dolor in tempor accumsan risus

Nulla accumsan euismod

Tempor euismod,

Eros et pede

•

Pellentesque lectus ipsum Tempor

Pretium

Amsan

Mauris eros et pede

Lorem ipsum dolor sit amet consectetuer adipiscing

Consectetuer adipiscing elit

Lorem ipsum dolor sit amet

Dolor sit amet conse

Nula condimentum aliquam sa tis mauris dapibus eros et

Condimentum aliquam satis

Aliquam sagittis mauris dapibus

Duis blandit euis justo tempor

Euis justo sed

Fusce porta,ipsum vehicula

Ipsum ac egestas

Erat mauris ultrices erat auctor massa augue id Nulla accumsan, dolor in euismod, justo erat

Phasellus sapien purus

Tis mauris dapibus

justo erat accum

Tis mauris dapibus

Nula aliquam sa

•

• 24

•

• •

The principles Brand identity guide, March 2008

•

Graphic elements – specifications

Bar charts Use bar charts to visualize increases/decreases over a period of time. A bar chart consists of two axes: a vertical line on the left for amounts and a horizontal line at the bottom to represent time. If required, you may add lines to emphasize an increase/decrease or you may use lines instead of bars. Keep the axes the same. The basic rules for bar charts are: • Use flat tints of color: 100% base, 70 % base, 100% soft, 70% soft 100% tint, and 70% tint • Use deep colors if the shapes are threedimensional • Use color to group information • Use thin black or gray lines for the axes • Use a thicker line in a base color for lines that illustrate an increase/decrease

Total packaging material 100

350 300 236

219

235

The basic rules for pie charts are: • Use flat tints of color: 100% base, 70 % base, 100% soft, 70% soft 100% tint, and 70% tint • Use deep colors on three-dimensional shapes • Use color to group information • Use thin black or gray lines

The basic rules for diagrams are: • Use flat tints of color: 100% base, 70 % base, 100% soft, 70% soft 100% tint, and 70% tint • Use color to group information • Use lines only if necessary for additional ingredients • Do not use lines as a frame around a colored block

% of total tons

Other Activities 1% Semiconductors 3%

100

Labor unions, employers federation, search and selection agencies

Medical Systems 2% DAP 7%

229

Financial, general and trade media, business community

150

100 20

50 2000

2001

2002

Business schools, technical universities

National and supra national politicians, civil servants

80 216

200

Diagrams Use diagrams to visualize processes and organizations.

Total packaging by sector in 2004 Index, 2001 = 100 on a comparable basis

in kilotons

250

Pie charts Use pie charts to visualize relative percentages of items. The sum of the percentages is hundred.

2003

2004

Philips reputation

Pressure groups an consumer groups, NGOs

Lighting 40% Consumer Electronics 47%

Philips suppliers

Philips employees General public

The principles Brand identity guide, March 2008

Appendix

The principles Brand identity guide, March 2008

Communication: brand and category model

Unity for the brand Consistent with our values and recognizable in our market places Validity for the proposition Capable of delivering category supremnacy

Socio-cultural studies Consumer segmentation model Purchase decision tree Brand look and feel

structure, style

Brand Brand positioning

Graphic design

structure,style

Communication content

Proposition copy and images

Category codes Market context

content

Category needs

The principles Brand identity guide, March 2008

Communication: brand pillars and brand look and feel

Light • white • bright • radiant • alive

Open • spacious • accessible • inviting • understandable • visible

Honest • truthful • credible • authentic • genuine • valid

Distinctive • unique • striking • clearly defined • recognizable • surprising • differentiated • standing apart Easy to experience “I feel comfortable with Philips. They have made technology effortless and truly accessible” Speak clearly: our words and pictures work together; headline explains image, image illustrates headline Designed around you “They have obviously put a lot of thought into understanding my needs” Speak from the readers point of view: we speak with insights of your needs and circumstances

Advanced “New, surprising and empowering – Philips enables me to do things that I didn’t think were possible” Speak of the new and surprising solution: we communicate the benefit, evoking the “wow, I didn’t know I could do that” feeling.

The principles Brand identity guide, March 2008

Communication: design process

Understanding the target group, in relation to category needs and brand perceptions

Analysis Target group analysis Contextual analysis

Understanding the competitive/required performance levels across the relevant drivers, for the relevant target groups, in the relevant markets

Positioning and proposition Identifying the specific position in the market for the company/ brand/product, in relation to needs, competitors and target group perceptions

Translating the offer into an appropriate and effective idea with which to capture attention, create awareness, and develop desire

Positioning Proposition

order to communicate the proposition, and manifest the ‘big idea’

customer/employee’

Experience (creation) Creative Springboard/Big idea Communication design strategy

Creating and organizing verbal and visual assets into a design, in

Defining the core sentence to establish ‘what we offer the consumer/

Design

Identifying communication tools that effectively and efficiently convey the proposition to the consumer, in the chosen markets, appropriate to the positioning and the ‘big idea’

across appropriate tools

Comunication and identity program Program design

Ensuring efficient and effective deployment and implementation of the communication and identity program across chosen tools, in the markets

Defining how the design is to be executed across chosen tools, in the chosen markets, by means of a communication and identity program

Program management Roll out Evaluation

Ensuring the continued relevance and vitality of the communication and program, through a defined process

The principles Brand identity guide, March 2008